La Dolce Vita Launch Campaign

Founded in 1899, Fiat boasted over 125 years of profound brand recognition in Europe. Yet, in the U.S., it remained a niche Italian brand struggling for broad relevance. The challenge for the 2024 launch of the all-electric Fiat 500e: how to translate deep European heritage into a compelling American narrative.

The strategy transcended geography, boiling 'Italian-ness' down to a universal way of living: appreciating life's finer details – beauty, passion, color, and style. The new Fiat 500e perfectly embodies these values, making La Dolce Vita accessible to anyone, anywhere.

I led the strategic development and comprehensive orchestration of this 360-degree launch campaign, collaborating seamlessly with media, PR, and the in-house Fiat brand, sales, and product teams to ensure flawless go-to-market execution across every touchpoint.